News
Txtlocal Witness Growth in Short Codes by Small Business
www.txtlocal.co.uk has witnessed a huge growth in the number of small businesses adopting an SMS short code into their marketing strategy.
Short Codes are 5 digit numbers which are often associated with Television and Radio broadcasters running text to win competitions and voting initiatives aimed at viewers and listeners. However, Txtlocal has discovered that it isn’t just the big brand names using the tactic. A massive number of small to medium sized businesses are integrating short codes into their marketing material along with standard telephone, email and web addresses. The advantage of the short code is that it provides a quick and easy call to action for customers to respond to whilst on the move. No pen or paper required, just a quick and easy text from a mobile.
Another reason for the rapid growth in short code usage by general business is due to marketers following the latest trends and tactics adopted by the big brand names. With outlets such as Subway and McDonalds using short codes it’s only natural for smaller fast food outlets to follow suit.
Txtlocal MD Darren Daws says “Small businesses are following the lead of the big brand campaigns and adopting their own strategy. The major advantage of mobile is that it’s affordable. Businesses don’t need a huge budget to run a successful campaign.”
Daws, also suggests that short codes help build hot databases of leads that are likely to get a good response. “People have voluntarily opt-ed in to receive texts from a company, therefore they are clearly interested in the products and services on offer, these people are the equivalent of hot leads.”
Crayford Dog track in Kent use short codes for competitions and customer service purposes. Patrons can text DOGS to 60777 to opt-in for details of special offers and promotions that the track may be offering. The race track then reply with regular promotional texts designed to entice customers through the doors. The Track also uses the keyword CRAYFORD to 60777 as a mechanism for customers to text if they wish to receive a customer service call back.
Diana Illingworth, Marketing Manager of the Crayford track is pleased with the response from the text campaigns “Most of our campaigns achieve a good response and we will certainly continue to use mobile marketing in the future.”
A Midland Subway franchise use the keyword SUBWAY to short code 60777 to build a database of contact numbers to receive regular meal deal promotions and the response has been very positive, with many people opting in to take advantage of the promotional texts. Franchisee, Andrew Paterson claims that in the early days of starting the text campaign lots of people text in to receive the special text alerts. Paterson claims the response to the text campaigns is very high with an average 24% response rate, from customers visiting the the franchise after a text campaign, which in terms of ROI is exceptional.
Political parties and local councils are also steadily integrating text into their communication strategy. This is particularly noticeable after the 2008 American election of Barack Obama where mobile marketing was used with huge success. Mobile marketing using short codes helped raise massive campaign funds, whilst also building highly qualified databases of key supporters. This tactic is likely to gather greater momentum leading up to the next UK general election.
A Short Code can be set up quickly and easily within 24 hours, no technical input is required just details of a chosen keyword. All inbound responses are sent directly to a nominated email address and stored in a dedicated database for easy downloading and further contact.
